“Convertible” and “pickup” don’t usually go together, but Chevy made a go of it between 2003 and 2006 with its SSR, for Super Sport Roadster, featured here in one of General Motors' three Super Bowl XXXVIII commercials (see also "Turbulence").
The spot, building on a debut commercial on New Year's Eve, met the approval of Ad Age critic Bob Garfield:
... the introduction of the SSR hardtop convertible makes more noise than business sense, but the spot is delightful: little kids, moved to profanity, by a passing SSR. This we don't realize until the end, when we discover why so many little mouths have been washed out with soap.
Created by Interpublic Group of Cos.' Campbell-Ewald Detroit.
Director: Super Bowl perennial Bryan Buckley. Production company: Hungry Man. Producer: Kevin Byrne. Executive producers: Dan Duffy, Stephen Orent.
Agency producer: Linda Kemp. Creative directors: Jim Gorman, Bill Ludwig, Joe Puhy. Copywriter: Joe Godard. Art director: Tom Ceroni. Editorial: Filmcore. Editor: Gordon Carey.